Parle Products has rolled out a new TVC for its cream biscuit, Milk Shakti Milky Sandwich. The biscuit and confectioneries manufacturer had launched this 'special edition' range in December 2013 while the ad went on-air on 16 April.
The animated ad film created by Everest Brand Solutions looks to portray ‘childhood playfulness’ and the memories associated with watching Tom and Jerry. The film begins with the cartoon characters Tom and Jerry in a kitchen preparing a cream filling. The oven dings in the background signalling that the batch of cookies is done, which Tom goes to collect. Seizing the opportunity, Jerry scurries off with the bowl of cream filling and perches at the edge of a shelf threatening to pour the cream from a height. Jerry lets a blob of cream drop but Tom swiftly swipes two of the freshly baked cookies and catches the cream between them thus assembling the 'Milky Sandwich'. A child then enters the kitchen and receives a high five from Tom, and then goes on to eat a biscuit. The TVC ends with a voiceover that says ‘Enjoy the Tom & Jerry edition of Parle Milk Shakti Milky Sandwich’ with the visuals of the child enjoying the cream biscuit.
Mayank Shah, group product manager, Parle Products said, “The product and the TVC revolve around the popularity of Tom & Jerry to connect better with kids and their parents as well. Parents are usually wary of cream biscuits but Milk Shakti Milky Sandwich is one that is coupled with the nutritional goodness of milk and wheat, a perfect combination of fun and health. The ad perfectly embraces the camaraderie of the characters while highlighting the key attributes of the biscuits. The TVC’s appeal spreads across all target markets.”
Client: Parle Products
Group product manager: Mayank Shah
Agency: Everest Brand Solutions
National creative director: Rahul Jauhari
Executive creative director: Samir Chonkar
Account management team: Umesh Barve, Jay Thaker
Production house: Turner Entertainment Co. and Chasing Butterflies
Film director: Parikshit Vaidya